MODERN MARKETING + MEASUREMENT
FINDINGS FROM OUR POPULAR PODCAST SERIES
The Last-Click Lie: Why Most Marketing Measurement Is Still Fundamentally Broken
Across the industry, CMOs are confronting an uncomfortable truth: the dashboards they’ve relied on for years often provide a distorted picture of what drives growth.
Marketing Mix Modeling Is Back — And This Time It’s Running the Business
When measurement frameworks help answer questions about revenue growth, profitability, and long-term brand equity, marketing becomes easier to defend—and easier to expand.
The New Marketing Currency: Why Data Collaboration Is Replacing Third-Party Tracking
Marketing will remain data-driven, but insights will come from aggregated patterns and trusted collaboration rather than ubiquitous tracking.
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From Full Funnel to Full Focus: A New Era of Performance Advertising
Full-funnel marketing has been a staple of advertising strategies for years, but industry trends are sparking a new way of thinking about the old model. -
ID for Every Ad: Why Universal Ad Tracking is the Industry’s Next Imperative
Advertising is leaking money, about $27 billion a year thanks to fraud, duplication, and a messy, fragmented digital ecosystem. -
The Future of Advertising: Precision Marketing Powered by Transactional Data
The era of marketing guesswork is over. -
Turning Up the Volume: How to Supercharge Omnichannel Reach
Join Bayer, Spotify, and The Trade Desk as they explore how brands can integrate programmatic audio into the omnichannel mix —reaching new audiences, unifying messaging, and proving performance. -
Introducing the AdTech MAP for Verification, Optimization, and Proven Outcomes
In an age of fragmented platforms and lack of unified transparency, marketers are facing a crisis of confidence. -
Premium & Precision: The Evolution of Addressable Advertising Through Quality Content
Join Spectrum Reach and Amazon Ads as they showcase how their ground breaking partnership is revolutionizing addressable advertising through premium, brand-safe content. -
Beyond the Billboard: Why Digital Out-of-Home Is Ready for the Full Funnel
Digital Out-of-Home (DOOH) is no longer just a top-of-funnel awareness play, but has evolved into a full-funnel powerhouse. From immersive brand storytelling to measurable performance outcomes, DOOH is redefining how and where marketers engage audiences. -
Data, Services & Media Drive Data Collaboration Success with Adobe PMG & Further
With Adobe Real-Time CDP Collaboration, Further, PMG, and Alli Marketplace working together, customers can unlock their full data value, operationalize collaboration across their organizations, and activate campaigns that drive measurable business impact. -
Precision at Scale—How Geospatial Intelligence Is Reshaping Media Strategy
Join industry experts from Esri, Quad, Ampersand, and Balcom Agency to discover how advertising and analytics teams are transforming campaign planning with geospatial technology. -
Lift and Mix: What Happens When Sales Lift Meets Market Mix?
Walk away with practical tips for weaving publisher-level insights into your own MMM strategy and learn how greater transparency in measurement can build stronger brand-publisher relationships that lead to real, quicker, measurable impact. -
Transacting with Purpose & Clarity in an Increasingly Fragmented Ecosystem
As viewers continue to engage with content through an ever-increasing array of platforms and technologies, effectively measuring and understanding where viewers are and how to reach them have never been more important. -
From Signal to Action: Human Intelligence That Moves Brands Forward
AI has redefined how marketers collect and analyze data, yet many still struggle to turn it into action.
latest posts
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Brands Need to Think Like Broadcasters, Not Advertisers
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Does Your Brand Need Explaining? It Might Be an Intelligent Brand
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The Danger of Over-Polished Ideas: Why Great Creative Needs Room to Breathe
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Paid Search Doesn’t Need More Keywords. It Needs Better Boundaries.
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Retail Media Doesn’t Need More Ad Tech, Featuring Drew Cashmore of Vantage
